If you sell cars in Ireland, September told a clear story: demand is there, buyers are active, and electric is back on the move. The trick now is turning that momentum into margin as we roll into Q4.
Here’s what changed last month, why it matters, and the quick wins we’d prioritise at LM Operations.
What’s Actually Moving, Beyond The Headlines
What This Means For Your Plan Between Now And Year-End
Pricing, Marketing And Ops: The Nuts And Bolts
The One-Minute Snapshot
- New car registrations: 5,629, up 10% on September 2024; year-to-date 121,693, up 4%.
- Battery-electric cars (BEVs): 1,737 in September, up 73% YoY; BEVs YTD 22,382, up 39% YoY and now ahead of 2023 (the previous record year).
- LCVs: September +7.5% YoY; HGVs: September +3.7% YoY (but HGVs still down YTD).
- Imported used cars: September +36.8% YoY (7,000 vs 5,116); YTD +12.4%. That’s real forecourt oxygen heading into winter.
SIMI’s take was pointed: incentives are working and will be needed in Budget 2026 to keep the EV curve moving.
What’s Actually Moving, Beyond The Headlines
EV appetite returned
The BEV rebound wasn’t a blip; it was broad. Press coverage and county snapshots echoed the rise (Louth’s YTD EVs up 66% is a good example of the wider pattern). The signal for dealers: list EVs with running-cost storytelling front and centre and make the finance journey effortless.
Used imports are filling gaps
With September imports up 36.8%, you’ve got more choice to target value-hungry buyers. Age/price band sweet spots are getting better stocked, which helps you defend price without discounting the headline.
Vans are healthy, trucks are mixed
LCVs posted another positive month; HGVs bounced in September but remain down YTD, so fleet conversations may still be cautious.
What This Means For Your Plan Between Now And Year-end
1) Treat BEV listings like a utility bill: clear, simple, showing monthly payments
- Put rep monthly and total cost to own (home charging vs public) on the VDP.
- Add a plain-English box: “Typical weekly commute? X kWh → €Y/week at home rate.”
These small changes lift engagement and reduce “I’ll think about it” moments. (The September spike suggests the audience is ready.)
2) Use imports to rebuild your price ladder
- Stock €10–15k petrol/diesel, €15–20k hybrid, and €20–30k family SUVs so every step up feels sensible.
- Bundle service, 12-month NCT, and basic warranty into the price to hold margin; upsell enhanced cover as a simple add-on.
3) Push LCVs with real-world maths
- Business buyers care about uptime and monthly cash flow. Lead with monthly figures, downtime cover, and next-day handover options. September’s LCV lift says the timing is right.
4) Make October a “call-back month”
- September interest means warm leads. Run a two-week call-back sprint: EV prospects first, import watchers next, then LCV browsers.
- Offer two test-drive slots in every call/SMS and include a one-tap finance link.
Pricing, Marketing And Ops: The Nuts And Bolts
Pricing
- Aim to sit inside common search bands (€14,995 / €19,995 / €24,995).
- Nudge weekly, not daily: micro-moves of €100–€250 beat knee-jerk cuts.
Media
- Two-week EV burst: search + social retargeting to anyone who viewed BEV pages in September.
- Imports: “fresh stock” reels with 20-sec walk-arounds.
- LCVs: local radius ads with monthly-payment tiles and availability promises.
Process
- Set a 10-minute lead-reply SLA during opening hours; missed calls get an SMS within 30 seconds plus a booked call-back window.
- Track three metrics on a single weekly slide: days to sell, gross per unit, and recon per unit (by fuel type).
Risks To Watch (And How To Hedge)
- Policy noise: SIMI flagged the need for continued support; keep your messaging nimble in case incentives shift.
- Residuals on certain BEVs: Stock more “known quantities” (family crossovers, mainstream brands) and tighten your return/inspection scripts.
- Import supply swings: Lock in two or three steady sourcing lanes so one wobble doesn’t starve your pipeline.
Forecast: October–December
With YTD up 4% and September momentum broad-based, a steady Q4 looks realistic… especially if you convert the EV interest you just generated. Expect LCVs to stay firm; HGVs may remain patchy. Imports should keep propping up value segments unless supply tightens.
Sources you can drop into your board pack
- SIMI – September new registrations (+10%), BEV surge (+73%), LCV/HGV, and imported used car stats; SIMI’s view on incentives.
- Autobiz – round-up confirming September totals and BEV growth; YTD context.
- County lens (example) – Louth’s EV registration growth to illustrate regional momentum.
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